Overconsumption of free sugars is associated with an increased risk of non-communicable diseases. Given that about one-fourth of the Portuguese adult population exceeds the WHO’s free sugars intake limit, examining consumers’ perceptions and practices regarding sugar intake becomes relevant. Here we review the main findings of the SUGAR project that used a multimethod approach to investigate this issue. Our studies show that, overall, people hold negative attitudes towards sugar, recognize some of its negative outcomes for human health, and favor the implementation of governmental strategies to reduce this consumption. Nonetheless, our data suggest ambivalence toward sugar intake and low knowledge about the topic (e.g., difficulty in identifying sugars in ingredient lists; unawareness of sugar intake guidelines). By identifying knowledge gaps and sources of bias related to sugar consumption, our results can be informative for developing interventions to reduce the consumption of free sugars.

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